Search engine optimization (SEO) is not about building a website, running pay-per-click campaigns, or having a smart back-link strategy. Those components are necessary; however, the majority of your ranking is based on your ability to consistently publish fresh and relevant content. SEO is about developing, implementing, and maintaining an integrated content marketing strategy for your entire website.
SEO is Content Marketing
Your entire website needs fresh, relevant content in order to rank well on Google. This means consistently updating all of your pages with new information that engages visitors. We’re not talking about re-writing the content on your pages once a month. We’re talking about two things:
- The strategic placement of value-packed, downloadable resources that correspond to the content on each page of your website (e.g., whitepapers, case studies, videos, infographics, or client testimonials).
- Publishing a business blog that consists of meaningful, informative, keyword rich content that engages your website visitors.
SEO and content marketing are overlapping activities. If anything, they are one in the same. Viewing them as separate initiatives is one of the biggest SEO mistakes ever.
Aligning SEO and Content Marketing
Here are three tips from the Content Marketing Institute on how to begin aligning your SEO and content marketing efforts:
- Use a tool like Google Keyword Planner for research. The objective is to identify the exact terms and phrases that people are searching for in a desired volume. Premium features in Google AdWords require a paid subscription; however, many of the basic features are free. There are several other research tools available here as well.
- Write your content and posts with keywords in mind. Once you’ve done your research on the best keywords for your industry, work them into your topics and copy. The key is to make sure primary keywords are applied in a way that seems natural to the reader. Avoid using a keyword if it changes the meaning of a sentence (this is poor SEO and content marketing practice for several reasons).
- Take care with your URLs. Make sure that your web address for each blog post is short and concise (less than 65 characters). The URL doesn’t need to include every word from your post title … just the important ones. Choose a few central words (including your primary keyword) and eliminate any stop words like “of,” “it,” “that,” and “you.” Shorter URLs will produce more effective SEO results.
- Don’t forget your meta descriptions. Meta descriptions are displayed underneath your page title in search engine results. These should include your primary keywords but the objective is to sell the reader on why they should click through to your link.
Are these techniques part of your website content or business blogging strategy? Remember, it’s impossible for someone to become if a customer if they can’t find you. Chances are, some of your customers are finding you just fine. However, it’s not about the customers who are already finding you … it’s about the ones who don’t.
We help create content, conversions, and––ultimately––customers for your business. Whether you already have a content marketing strategy that isn’t working or would like to build from the ground up, we’re here to help! 8020 Digital Marketing is a professional content marketing agency with over 10 years of experience. Contact us to learn more!